datafuelX, the intelligence platform for premium video, today announced the launch of DFX Marketplace, a new AI-enabled marketplace designed to expand audience reach for buyers, unlock more demand and value for publishers, and reduce the friction of buying and selling premium video across linear and streaming. The marketplace connects buyers and premium publishers through shared intelligence and agentic workflows.
DFX Marketplace is supported by 13 premium video publishers representing nearly 40% of linear impressions across more than 50 networks, reaching 70% of U.S. TV households. The marketplace is being built to support agentic buying and selling, enabling DFX AI assistants and approved customer agents to work across participating publishers through a single connection while preserving human control over strategy and final decisions.
As audiences and inventory fragment across platforms, the workflows that power planning, activation, optimization, campaign management, reporting, and reconciliation often happen across separate systems, adding complexity and inefficiency throughout the process. This limits agencies' access to the full breadth of premium inventory and their ability to maximize reach while making it harder for publishers to maximize the value of their supply.
"Buying and selling premium video has become too complex, too manual and too slow as audiences fragment across screens and networks," said Dan Aversano, CEO of datafuelX. "We've spent years building the intelligence that helps premium video publishers forecast, optimize and operate more effectively. DFX Marketplace extends that intelligence across the ecosystem, connecting buyers and sellers through a common foundation and creating a path for AI agents to work across publishers at scale while keeping buyers and sellers in control. The goal is simple: more reach and better outcomes for advertisers, more demand and value for publishers, and less friction for everyone."
For agencies and advertisers, DFX Marketplace opens access to premium inventory across more publishers, including opportunities that can be difficult to incorporate into traditional plans. APIs and integrations connect data and workflows across planning, activation, and reporting while preserving existing technology investments, data ownership, and customer relationships. For publishers, it creates a scalable demand channel designed to improve inventory utilization while maintaining control over inventory, pricing, packaging, and commercial relationships.
"Premium video remains one of the most powerful ways for advertisers to build reach, but the complexity of differentiating true premium video across an increasingly expanding, but diluted ad inventory infrastructure has limited its growth and share of overall video ad dollars," said Sean Cunningham, President and CEO at Video Advertising Bureau. "DFX Marketplace represents an important step toward modernizing that infrastructure for cross-publisher and cross-platform, using intelligence, automation and AI to make premium video easier to access, transact and optimize at scale."
DFX Marketplace will initially support linear cross-publisher planning, guaranteed premium video workflows, and workflow automation. The broader roadmap will extend into digital, cross-platform planning, expanded agentic capabilities, and API-driven activation. The launch advances datafuelX's position as the intelligence platform for premium video, connecting planning, forecasting, audience insight and transactions through a shared intelligence foundation.
About datafuelX
datafuelX (DFX) is the intelligence platform for premium video. DFX helps media owners, publishers and buyers plan smarter, maximize value and transact more efficiently across linear and streaming advertising. Its shared intelligence platform connects inventory, audience, and marketplace capabilities to improve planning and forecasting, optimize cross-platform audiences, maximize yield and enable more efficient buying and selling across premium video. Today, the DFX platform is leveraged by major publishers and networks, and has supported over $300 million in data-driven media transactions.
